What will Apple call the next iPhone? [Updated]

[Note: See update below – Apple will indeed launch the next iPhone on Sept. 12 . . . and it will likely be called iPhone 5.]

Apple’s decision to name what should have been the iPad 3 simply “iPad” has put the iPhone rumor mill into a serious conundrum. Prior to this development, references to Apple’s next smartphone were mostly “iPhone 5″. Since the new iPad’s launch, I’ve seen the tech press use “the next iPhone”, “the new iPhone” and even the regrettable “iPhone Next”.

Ugh.

The decision to streamline the iPad’s naming convention could signal the same approach is coming for the iPhone. While a simple “iPad” matches the way Apple names its Macintosh desktop and notebook computers – there’s no version designation on any of those – the iPhone’s marketing has been very different.

Apple has used a number to indicate a phone version only once, with the iPhone 4. More often it also used letters – iPhone 3G, 3GS, 4S. Here’s how the naming and marketing came together for each iteration:

• iPhone – The original, from 2007. ‘Nuff said.

• iPhone 3G – This was actually the iPhone 2. But Apple wanted to emphasize that the 2008 model connected to 3G networks. A feature, rather than the version number, was used for the name.

• iPhone 3GS – The S was for Speed, according to Apple’s marketing messages for what was the third iPhone. It was noticeably faster than the 3G.

• iPhone 4 – This was the first iPhone in which a number was used to indicate the version. It also was a radically redesigned iPhone, with a retina display screen.

In the Siri link, which goes to a TechCrunch report on Cook’s appearance at this year’s D10 conference, Apple chief executive describes how Apple goes about naming its products:

Cook revealed that the naming iterations often accompany massive product shifts and are actually not stemming from any sort of structure. Apparently Apple really names things on a case by case basis, “We went from the MacBook Pro to the MacBook Air to the iMac. You can do it either way is the real story.”

” You can stick with the [same] name and people generally love that (I wonder why), and/or keep upping the number, or keep the same IDs like with the 4s” Cook said, revealing that some times the choices are just arbitrary, for example, the ‘S’ in 4S stands for ‘Siri,’ whereas the S in 3GS stands for ‘speed.’

With this in mind, let’s take a look at what the next iPhone could be called, knowing Apple’s history of choosing names, and considering the features the device is rumored to include. (Watch the video at the top of this entry for details.)

There’s plenty of evidence to indicate that it will have a larger screen – 4 inches is the mainstream bet, with a 16:9 aspect ratio. The current iPhone has a 3.5-inch screen.

The next iPhone is also expected to be able to connect to LTE networks. As anyone who’s used an LTE-based smartphone knows, it makes accessing the Internet via the Web and apps a lot more pleasant. This also could be a feature worthy of highlighting in the name.

Leaked parts and mockups show the phone having a unibody aluminum case with a two-tone back. It will be taller and thinner, if these leaks are accurate.

With that in mind, here are some guesses as to the next name.

• iPhone 5 – The obvious choice, but based on Apple’s past approaches, unlikely. Still, it could be used to signal a reworking of the design. While the next iPhone isn’t expected to be as big an overhaul as the iPhone 4 was, making the device bigger is a major step for Apple.

• iPhone HD – The 16:9 aspect ratio of the larger screen is the same as that found on HD TVs. “HD” could be used to emphasize an improved video-watching experience on a larger display.

• iPhone LTE – I like this name a lot, mainly because I’m a big fan of LTE. But LTE is not as widely available outside the United States, and the iPhone is a global brand. Apple has already gotten into trouble in Australia for touting that its new iPad, which connects to U.S. LTE networks, is capable of 4G speeds in general. In Australia, it talks to 3G networks only.

• iPhone XL – Apple could choose to focus on the fact that the phone is bigger (if indeed it is) with this one. But given that a 4-inch phone would still be relatively small compared to top-selling Android competitors, like the HTC One or the Samsung Galaxy S III, I doubt Apple would emphasize screen size.

• iPhone 4G – This has the same issue as using iPhone LTE, as 4G isn’t available everywhere. Plus, I think with this version, Apple will want to get away from the “4″ designation.

• iPhone 6 – The literal-minded might like this name, since the next iPhone will actually be the sixth iteration of the line. But this would be too confusing. “Hey, where’d the iPhone 5 go?”

• iPhone – A decision to simplify the naming convention could be used if Apple didn’t feel it needed to call out a feature, or wanted to reboot the device’s marketing.